What Is Brand Activism? Explicating Consumers’ Perceptions of Its Characteristics, Authenticity, and Effectiveness

Q1 Social Sciences

Journal of Interactive Advertising Pub Date : 2024-05-29 DOI:10.1080/15252019.2024.2346889

Chen Lou, Eunice Yee Si Goh, Dianna Chang, Hui Lei Tan, Xin Yi Yap, Xiaoyan Zhang

引用次数: 0

Abstract

Guided by existing brand-activism literature, this study investigates the rising phenomenon of brands taking a public stance on controversial issues to advocate for societal changes. Based on one-o...

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什么是品牌激进主义？阐释消费者对其特点、真实性和有效性的看法

在现有品牌行动主义文献的指导下，本研究调查了品牌在有争议的问题上采取公开立场以倡导社会变革这一新兴现象。基于单...

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Interactive Advertising Social Sciences-Communication

CiteScore

7.40

自引率

0.00%

发文量